台東地區番荔枝產業經營關鍵成功因素之探討

Study on the Key Success Factors of Management in the Sugar Apple Industry at Taitung District

林豐瑞(Feng-Jui Lin) ； 陳科竹(Ku-Jhu Chen) ； 楊蕙綺(Hui-Chi Yang)

《台灣農學會報》 13卷1期 (2012/02) Pp. 127-141

摘要

本研究以層級程序分析及專家問卷為分析方法，探討影響台東地區番荔枝產業經營成功重要因素之排序及權重，期望能找出影響台東地區番荔枝產業經營關鍵成功因素，以提供經營者及農政輔導單位擬定經營策略之參考。本研究之研究目的為：一、瞭解番荔枝產業經營概況；二、運用層級程序分析方法找出番荔枝產業經營關鍵成功因素；三、針對本研究結果提出番荔枝產業經營之意涵與建議；四、提供番荔枝產業產農、業者、產銷班經營者與農政單位擬定策略之參考。另外，本研究填答問卷之專家，涵蓋對番荔枝產業有相關研究之學者、輔導機構推廣人員、產銷班長及番荔枝產業經營者等專家學者，以提高問卷的準確度。本研究經整體綜合評估結果，在關鍵成功因素評估構面其權重排序依序為：「基本活動」最重要，其次是「支援活動」，第三為「總體環境」，而「產業環境」則為第四。而在關鍵成功因素評估項目選定前五項權重最高之因素排序依序為「生產管理」最重要，其次是「行銷策略」，第三為「研發創新」，第四是「技術環境」，第五則為「經濟環境」，作為本研究最主要影響番荔枝產業經營關鍵成功之因素。最後以所歸納出之關鍵成功因素，提出本研究之結論與建議。

關鍵字

番荔枝 ； 產業經營 ； 關鍵成功因素

並列摘要

This study examined the alignment and weightings of key success factors influencing sugar apple（Annona squnmosa L.）industrial marketing and management by using the analytical hierarchy process and expertise-based validity questionnaire methods. We expected to find the key success factors influencing sugar apple industry operation and management, and offer a reference to industry participants and bureaus of agricultural administration and consulting for drafting management strategies. This study had four major objectives: First, understanding the situation of industry marketing and management of sugar apple. Second, finding the key success factors for sugar apple industrial marketing and management. Third, according to the results of this study, offer suggestions for sugar apple industrial marketing and management. Fourth, offer sugar apple farmers, industry participants, manager of agricultural production and marketing, and the bureau of agricultural administration references for drafting strategies. To enhance the accuracy of this questionnaire, the questions and answers in the questionnaire of this study included scholars, guidance and assistance bureaus, [extending persons???], agricultural production and marketing leaders, industrial managers, and other experts in the sugar apple industry. According to the evaluation of the alignment and weightings, the integrated evaluation revealed the most important success factor was basic activities, followed by supporting activities, integrated environment, and industrial environment. The top five weighted factors for the evaluation of key success factors in descending order were management of production, marketing strategies, research and development innovation, technological environment, and economic environment. The five factors listed above can be taken as the key success factors influencing sugar apple industrial marketing and management. Finally, following the key success factors found by this study, the conclusions and suggestions of this study will be proposed.

並列關鍵字

Sugar apple ； Management of Industry ； Key Successful Factors